Pegas - Urban Color
Campaign: Urban Color
Client: Pegas
Brand: Pegas
Entrant Agency: Publicis România
Background/objectives: Pegas started 2014 facing serious business adversities while not having enough friends on its side: contemporary Pegas, designed for city experience was up against several breeds of Goliaths (mountain bike brands, private label bikes and famous brands with great design) who were all limiting Pegas’ much needed clients base. Even if the nostalgic generation were the solid brand advocates they couldn’t ensure anymore the much needed clients base (Source: Client data) Pegas had no choice but to address a new bread of target without counting on the brand glory days and with a limited “social media seized budget” sell the entire 2014 collection offseason!
Strategy: We decided to use urban landscape as the color palette for the Pegas bike collection. Pegas set to conquer Romania, city by city…by putting the city colors at the heart of the 2014 collection and crowdsourcing the first Romanian urban color palette.
Results: Pegas repositioning managed to create a symbiotic link between Pegas and Romanian cities. The digital generation discovered an infinite repertoire of urban colors, beyond the communist grey of Romanian cities and Pegas unlocked a new audience that generated unprecedented results that exceed the objectives set for 2014.
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